Realidad en el aula: enfoque teórico-práctico del marketing interactivo

This article presents an educational innovation project applying Project-Based Learning (PBL) to a real-world scenario involving interactive marketing and web design. The initiative combined two fourth-year subjects from the Multimedia and Graphic Design degree at ESNE: Merchandising and Interactive Marketing and Web Layout with Style Sheets. Students collaborated with the NGO SETEM, which promotes Fair Trade, to design physical product stands and responsive web portals. The project included market research, qualitative analysis, gamification strategies, and mobile-first web development. The final outcome was a hybrid physical-virtual fair showcasing Fair Trade products, enhancing student engagement and bridging theory with practice. The experience demonstrated the effectiveness of PBL in fostering creativity, teamwork, and real-world problem-solving in design education.